What’s the Big Idea, Staples?

Jan 02, 2014 10:04 AM  By

Staples announced its latest “reinvention” campaign today with the launch of “Make More Happen,” a new tagline and campaign focused on how Staples’ expanded product assortment will help your businesses succeed.

The campaign showcases the “new” Staples, the world’s second largest internet retailer with more products in more categories with more ways to shop. The brand re-launch includes a twist on Staples’ iconic logo and the first change to its tagline in more than 10 years.

The campaign will launch Jan. 6, but Staples teased it with a press release and the above YouTube video, which will be used as a TV spot.

The campaign also features tweaks to the iconic Staples logo – the “bent staple” L with with a range of products beyond office supplies, from cleaning products to technology to breakroom snacks.

Staples also hopes the campaign will go viral by asking “What the L is going on at Staples?” and using the hashtag #WhatTheL.

The timing may be right for the Staples to launch a turnaround campaign. Though Staples did $6.1 billion in sales during its fiscal third quarter, that equates to a decrease of 3.8% compared to the prior year.

Staples did see a lift in B2B sales : North American Commercial sales for the third quarter were $2.1 billion, an increase of .7% compared to the third quarter of 2012. And that primarily reflects growth what Staples is pushing in its new campaign.

And Staples will also get a big push from Office Depot Inc. in 2014: combined company revenues from the merged Office Depot and OfficeMax were approximately $17 billion in 2013.